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Strong CRM and marketing profile specialising in customer lifecycle strategy
Francesca Saffari
,
London, United Kingdom
Experience
Other titles
Skills
I'm offering
A strong CRM specialist with over seven years’ experience in both luxury retail and the travel and tech industry. I am passionate about working with brands and businesses to create and execute meaningful CRM lifecycle programs that drive customer value and increased repeat rate.
Markets
United Kingdom
Language
English
Fluently
Ready for
Larger project
Ongoing relation / part-time
Full time contractor
Available
My experience
2017 - 2019
job
Global CRM Manager
Hotels.com.
Key Achievements:
• Delivered regional CRM Forecast of $90M in first 8 months (exceeded plan)
• Managed and launched three Customer centric CRM tests which have delivered incremental
uplift in Net Bookings and Gross Profit
• Built and maintained strong relationship with stakeholders and VP in LATAM office
Responsibilities:
• Managing the strategy, execution and optimisation of Email and Push for LATAM region, full
ownership of campaign calendar and ensuring all channel targets are achieved
• Owning all aspects of channel trading including weekly email reports, ad hoc campaign
analysis and reporting to key stakeholders on all email KPIs; presenting in weekly regional
trade meetings
• Owning regional bi-monthly channel review; presenting to regional stakeholders on channel
performance, initiatives and testing
• The Loyalty representative in CRM, deliver revamped loyalty customer propositions
including VIP/VAP, co-branded credit card and consistent Loyalty messaging across CRM
• Taken on management of additional strategic initiative to optimise coupon activity to drive
incremental repeat behaviour
• Line managing a CRM Executive
• Delivered regional CRM Forecast of $90M in first 8 months (exceeded plan)
• Managed and launched three Customer centric CRM tests which have delivered incremental
uplift in Net Bookings and Gross Profit
• Built and maintained strong relationship with stakeholders and VP in LATAM office
Responsibilities:
• Managing the strategy, execution and optimisation of Email and Push for LATAM region, full
ownership of campaign calendar and ensuring all channel targets are achieved
• Owning all aspects of channel trading including weekly email reports, ad hoc campaign
analysis and reporting to key stakeholders on all email KPIs; presenting in weekly regional
trade meetings
• Owning regional bi-monthly channel review; presenting to regional stakeholders on channel
performance, initiatives and testing
• The Loyalty representative in CRM, deliver revamped loyalty customer propositions
including VIP/VAP, co-branded credit card and consistent Loyalty messaging across CRM
• Taken on management of additional strategic initiative to optimise coupon activity to drive
incremental repeat behaviour
• Line managing a CRM Executive
CRM, Management, Net, Optimization, Testing, Office, Presenting, BEE, Campaign, Forecast, Manager
2019 - 2019
freelance
CRM Strategy Specialist
Everpress.
I created a bespoke CRM strategy for a grass-roots, design-led marketplace. Working with the team to gather customer data whch i them used to identify and map out key journeys across multiple customer lifecycle touch-points including Welcome , 1st Booker, Retention and Transaction email journey.
CRM, Strategy, Digital Marketing, Content marketing, Email marketing, User journey, Powerpoint, Data Analysis
2016 - 2017
job
CRM Manager
Harvey Nichols.
Key Achievements:
• Owning and presenting win back strategy to board of directors - proposed using the Rewards
App as main function of win back strategy - the programme generated an incremental one
million pounds of revenue in first month and re-activated three thousand lapsed customers
• Owning and managing the Loyalty contact strategy, focusing on optimising customer
communications to increase the redemption of rewards and drive upsell - activity drove
400% upsell
• Achieving 38% increase in channel revenue YOY, achieve exceed target by 15%
Responsibilities:
• Building the CRM retention strategy focusing on customer win back strategy and loyalty
redemption communications across Email and Push channels
• Managing the execution and optimisation of all direct marketing channels; Email, Push,
Direct Mail and SMS and ensuring all channel targets are exceeded
• Line managing two HTML developers and a CRM Executive
• Owning and presenting new VIP strategy, working closely with store General Managers to create a measurable programme that increases VIP frequency and value
• Owning all aspects of direct channel metrics including weekly email reports, ad hoc
campaign analysis and reporting to key stakeholders on all email KPIs
• Ownership of customer database; leading data cleanse project to validate, de-duplicate and enrich customer data to create a true single customer view
• Developing proposal for recommended cross channel marketing platform for Harvey Nichols
and presenting to key stakeholders
• Managing CRM budget and forecasting based on business revenue targets
• Owning and presenting win back strategy to board of directors - proposed using the Rewards
App as main function of win back strategy - the programme generated an incremental one
million pounds of revenue in first month and re-activated three thousand lapsed customers
• Owning and managing the Loyalty contact strategy, focusing on optimising customer
communications to increase the redemption of rewards and drive upsell - activity drove
400% upsell
• Achieving 38% increase in channel revenue YOY, achieve exceed target by 15%
Responsibilities:
• Building the CRM retention strategy focusing on customer win back strategy and loyalty
redemption communications across Email and Push channels
• Managing the execution and optimisation of all direct marketing channels; Email, Push,
Direct Mail and SMS and ensuring all channel targets are exceeded
• Line managing two HTML developers and a CRM Executive
• Owning and presenting new VIP strategy, working closely with store General Managers to create a measurable programme that increases VIP frequency and value
• Owning all aspects of direct channel metrics including weekly email reports, ad hoc
campaign analysis and reporting to key stakeholders on all email KPIs
• Ownership of customer database; leading data cleanse project to validate, de-duplicate and enrich customer data to create a true single customer view
• Developing proposal for recommended cross channel marketing platform for Harvey Nichols
and presenting to key stakeholders
• Managing CRM budget and forecasting based on business revenue targets
Html, Marketing, HTML/CSS/Javascript, CRM, Database, Forecasting, Budget, Direct marketing, Optimization, Presenting, App, Retention, Campaign, Manager
2012 - 2014
job
Digital Marketing Assistant, Liberty London
unknown.
First point of call for email marketing suite Responsys having been selected for system
training, subsequently responsible for training team & providing technical support
• Restructuring and developing Paid Search strategy, reallocating budget and analysing results
training, subsequently responsible for training team & providing technical support
• Restructuring and developing Paid Search strategy, reallocating budget and analysing results
Digital Marketing, Marketing, Email marketing, Training, Budget, Support, Search, Responsys
2011 - 2012
job
Online Content Assistant, Liberty London
Liberty.co.uk.
Copywriter and Sub Editor for Liberty.co.uk
I have proficient knowledge of the following tools:
• Microsoft Office
• Sales Force Marketing Cloud
• Google Analytics & Google AdWords
• WordPress
I have proficient knowledge of the following tools:
• Microsoft Office
• Sales Force Marketing Cloud
• Google Analytics & Google AdWords
• WordPress
Wordpress, Marketing, Google analytics, Google adwords, Adwords, Cloud, Copywriter, Content, Analytics, Sales, Office, Google, Online
My education
2008
-
2011
University of Leeds
Bachelors, Philosophy
Bachelors, Philosophy
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